FCB Canada has launched 'Anything But Sorry' for the Canadian Down Syndrome Society.The campaign is the follow-up to last year’s 'Down Syndrome Answers' which was Canada’s most-awarded campaign in Cannes (2017) with 10 Lions .The Campaign includes “The ’S’ Word” video where people with Down syndrome tell you what to say to someone who has had a baby with Down syndrome.What do you say to parents when their child is born with Down syndrome?Anything but 'Sorry.'When a baby is born parents are usually showered with oohs, aahs and congratulations. The last thing most people would say to a new parent is “sorry.” Yet this is exactly what many parents with a newborn with Down syndrome hear from friends, family and even their doctors. Already heartbroken, ‘sorry’ offers more heartbreak.So what should well-wishers say? Literally, the only bad word is the ‘S’ word. This is the point the Canadian Down Syndrome Society (CDSS) is making in its new campaign. Launching to coincide with Canadian Down Syndrome Week, November 1-7, the campaign aims to educate and inform people on how to react appropriately when a child is born with Down syndrome.CreditsCampaign Title: Anything But SorryClient: Canadian Down Syndrome SocietyCanadian Down Syndrome Society CreditsChair, Board of Directors: Laura LaChanceVice-Chair, Board of Directors: Ed CasagrandeMember, Board of Directors: Ben TarrMember, Board of Directors: Stewart MoffattNational Executive Director: Kirk CrowtherCommunications Manager: Kaitlyn PecsonResource Coordinator: Carlee ReardonCreative Agency: FCB CanadaCreativeChief Creative Officer: Nancy Crimi-Lamanna, Jeff HiltsSr. Copywriter: Marty HoefkesSr. Art Director: Michael MorelliArt Director: Cody Sabatine, Gira MoinCopywriter: Joseph VernuccioIllustrators: Sasha Ortega, Elma Karabegovic, Sarah Cleaver, Amanda Disanto, Sally FungAccount ManagementChief Executive Officer: Tyler TurnbullVP, Managing Director: Tracy Little, Ricky JacobsGroup Account Director: Ravi SinghAccount Executive: Olivia SelbieDirector of Integrated Production: Stef FabichBroadcast Producer: Christine MichalejkoChief Strategy Officer: Shelley BrownSr Strategic Planner: Eryn LeMesurierStrategist: Shelagh HartfordUX Lead: Kristy PleckaitisProject ManagementProject Manager: Ashley WhitakerTechnology & DevelopmentDirector of Technology: Madara RanawakeFront End Developer: Florian Adu-GyamfiQA Manager: Lina VaismanJr. QA Analyst: Peter PanchineJr. QA Analyst: Labdhi DeliwalaPrint ProductionPrint Producer: Bruce EllisStudio Manager: Shairoz ManekSenior Production Mac Artist: Billy MavrakakisProduction Mac Artist: Rittie PrakProofreader: Albert MacchiusiProduction CreditsDirector: Elias CampbellDirector & DOP: Scott DruckerDOP: Stephen McloughlinCasting: Jigsaw CastingCDC: Shasta LutzEditing House: Rooster Post ProductionExecutive Producer: Melissa KahnEditor: Chris ParkinsAssistant Editor: Joey WhitelawEditing House: RadarEditor: Scott DruckerEditor: Joële WalingaTransfer Facility: The VanityColourist: Andrew ExworthOnline Facility: Fort YorkFlame Artist: Ernie MordakAssistant Flame Artist: Melissa VasilievProducer: Armen BunagMusic House: Grayson MatthewsMusic Producer: Mark DomitricMusic Supervisor: Igor CorreiaSound Engineer: Brian BernardSound Designer: Ben Swarbrick & Laura TitchnerHead of Sales: Kelly MccluskyProducer: Sharon YokoyamaProject Coordinator: Nicholas ShawPrinter: C.J. Graphics Inc., Parry NitchosPR: Shannon Stephaniuk, Glossy